Marketing Strategies and Environmental Impacts: An Emirates Case Study

Desklib provides past papers and solved assignments for students. This report analyzes Emirates Airlines' marketing strategies.

MARKETING IN TRAVEL AND TOURISM
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Table of Contents
INTRODUCTION................................................................................................................................................... 3
TASK 1- REPORT................................................................................................................................................. 4
LO1............................................................................................................................................................................ 4
1.1 DISCUSS THE CORE CONCEPTS OF MARKETING FOR THE TRAVEL AND TOURISM
SECTOR............................................................................................................................................................... 4
1.2 IMPACT OF MARKETING ENVIRONMENT ON THE EMIRATES AIRLINES...................5
1.3 FACTORS AFFECTING MOTIVATION OF CONSUMER AND DEMAND.............................7
1.4 ANALYSE THE MARKET SEGMENTATION PRINCIPLES AND ITS USES IN THE
MARKETING PLANNING............................................................................................................................. 8
LO2............................................................................................................................................................................ 9
2.1 STRATEGIC MARKETING PLANNING IMPORTANCE FOR THE EMIRATES
AIRLINES........................................................................................................................................................... 9
2.2 RELEVANCE OF THE MARKETING INFORMATION AND MARKETING RESEARCH
TO THE MANAGERS IN EMIRATES AIRLINES................................................................................10
2.3 ASSESSMENT OF THE INFLUENCE OF MARKETING ON THE SOCIETY......................11
TASK 2- POWERPOINT PRESENTATION...............................................................................................12
LO3 AND LO4................................................................................................................................................ 12
REFERENCES...................................................................................................................................................... 24
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INTRODUCTION
This assignment is being prepared on the basis of the case study Emirates which is an
airline based in Dubai. This assignment is prepared to have insights into the principles
and concepts of marketing in the travel and tourism sector. It has also helped in gaining
the understanding of the role of marketing that can act as the tool of management in the
tourism sector. Further, the role of the marketing mix is also explained in the travel and
tourism sector. This assignment has also provided the use of the promotional mix in the
travel and tourism.
Emirates is an airline which is based in Dubai, United Arab Emirates. It is among the
four largest airlines of the world in terms of scheduled revenue passenger kilometre
and world fourth in terms of international passengers. Emirates have the diversified
related sectors and industries including airport services, catering, engineering and also
tour operator operations.
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TASK 1- REPORT
INTRODUCTION
This assignment has provided a deep insight into the main concepts and key principles
of marketing for the tourism sector. This task will also focus on the role of marketing as
the tool of management in the travel and tourism sector.
LO1
1.1 DISCUSS THE CORE CONCEPTS OF MARKETING FOR THE TRAVEL AND
TOURISM SECTOR
The core concept of marketing aims at the satisfaction of the needs of customers and
planning is done according to the consumers demands fulfilment. This enables the
increase in customer satisfaction that enhances the sales of the company (Armstrong et
al., 2015).
Following are the concepts of marketing in travel and tourism:
Needs of customer: Emirates set the priorities for making and preparing the packages.
There are two kinds of customers which are family trip customers and other is business
trip customers. Marketing is done for the effective strategy and providing new offers to
the customers for the satisfaction of the needs of the customers.
Services: The airline services of the Emirates focuses on the satisfaction of the needs of
the tourist and also provide and deliver the quality services. The services offered by the
Emirates get all offers and benefits that provide the satisfaction to the customers
(Camilleri, 2018).
Exchange: it is the process of getting the desired services and product from anyone and
providing something in return. Emirates exchanges provide airline service in exchange
of fees charged by the visitors and tourists.
Networking and relationship: It is the process to building the long term relationship
with the customers, suppliers and all channel partners to retain in the business of
Emirates and providing attractive services and to build the good relationship with the
key customers (Camilleri, 2018).
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1.2 IMPACT OF MARKETING ENVIRONMENT ON THE EMIRATES AIRLINES
There are two types of marketing environment that put an impact on Emirates Airlines.
There are various factors that can affect the Emirates. The marketing environment
impact has been described as below:
Microenvironment: micro forces of the marketing environment are the factors which
are closer to the organisation and these forces have an effect on the ability of the
company for the fulfilment of the wants and needs of the customers. These factors are
the customers of the Emirates that affect the revenue of the company, competitors that
might also affect the business of Emirates, intermediaries of the market and all
stakeholders. The competitors also affect the Emirates and it includes Qatar and Etihad
Airline. These are growing airlines affecting the marketing environment of the business
with their pricing strategies (Kotler, 2015).
FIGURE 1: MARKETING ENVIRONMENT
[Source: Kotler, 2015]
Macro environment: the macro environment of the Emirates is the political, economic
social and technological forces that are around the organisation that affects the
microeconomic forces of the business. The UAE environment is the dynamic kind of
environment and the country is one of the fasters growing country in the world in terms
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of the economy. The growth in terms of the GDP is also attractive. The main
contributory factors for the economy are the tourism sector, oil and gas sector, the trade
sector, FDI and many more. The people from the different countries come to live in UAE
for the holiday. The country is having a mixed culture within the country. The political
and legal environment of the business is stable. The technological environment is also
rich in the country (Middleton and Clarke, 2013).
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1.3 FACTORS AFFECTING MOTIVATION OF CONSUMER AND DEMAND
Motivation is a useful tool that changes the demand of the consumers and there are
many factors that affect the demand and motivation of the consumers in the Emirates.
There are many factors that affect the demand and motivation of the consumers which
are as follows:
Decision making of the consumers: The consumers of the Emirates are dependent on
the service quality that is delivered by the Emirates. The satisfaction of the customers
towards the services of the Emirates will effect on the demand of the customers and it
will also bring motivation to the customers.
Social and personal factors: Wealth, religion, responsibilities are the factors that
affect the motivation of customers. The holiday trip will be affected by the different
social factors like religion followed in the particular country. The personal factors like
age, income and lifestyle and gender will affect tourist demands (Middleton and Clarke,
2013).
Cultural factors: The values in terms of the culture will affect the customer’s decision
and it will define the level of motivation of the customers, customers are having own
morals, values and perceptions which effects on the motivation and demand of the
customers for the Emirates.
Psychological factors: The customer’s psychologies have an effect on the particular
need of the customers as the customers always think about the prices of the products.
The low prices of the holiday packages and airline services by Emirates affect the
demand of the customers (Fields, 2003).
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1.4 ANALYSE THE MARKET SEGMENTATION PRINCIPLES AND ITS USES IN
THE MARKETING PLANNING
The market segmentation can be referred to as the division and categorisations of the
dissimilar market into the similar sub-divisional market so that the business can make
the target to the customers in an effective and efficient manner. This can be done with
the help of different characteristics and features. Below are the some of the uses and
principles of the market segmentation which are as follows:
Geographic: The customers market is also divided into the subgroups in terms of the
state, nations, religions and cities. It is useful to plan the market so that the customer
can target the business efficiently as per the geographic area and segment. Emirates
have also done the geographic segment on the basis of the geographic difference in
wants and needs (Shaw, 2016)
Demographic: During the customer segmentation the factors which are considered
while segmenting the customer market are the age, occupation, income. As for example,
the Emirates have segmented the market on the basis of demographic and which are the
age as the customers are segmented according to the age to meet the different needs
(Venter et al., 2015).
Behavioural: The marketing plan is also made on the basis of past knowledge, attitude,
behaviour and perception. Emirates is also using this type of segmentation for the
preparation of the tour package on the basis of the perception and nature of the
tourists.
Psychographic: the segmentation of the market is done according to the customer's
lifestyle and this will assist in the marketing planning of the business. This type of
segmentation is also done by Emirates where the segmentation is done according to the
tourist lifestyle like business class facilities is providing by Emirates separately (Khan,
2014).
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LO2
2.1 STRATEGIC MARKETING PLANNING IMPORTANCE FOR THE EMIRATES
AIRLINES
The importance of strategic marketing planning helps the Emirates airlines in
increasing the base and revenue of the customers. And below is the importance of the
marketing strategy for the Emirates Airlines which are:
1. Strategic marketing planning identifies the ideal and key customers of the Emirates
2. This also assists in setting the goals and objectives for the Emirates airlines to apply
the marketing efforts and techniques (McDONALD, 2016).
3. This also helps in knowing the USP of the Emirates that helps to differentiate it from
other competitors.
4. This also ensures the better and best action plan to achieve the organisational goals.
5. This makes a better understanding of the market of the business.
6. This also enhances the focus that is the most important business technique.
7. It also helps in measuring the return on the investments.
Being a marketing manager, the strategic planning is done for the Emirates airlines
with the help of the Boston matrix, SWOT analysis. These all will help in the
identification of weakness of the company so that the policies of Emirates can make
according to that.
SWOT ANALYSIS: This analyses the opportunities for the Emirates to make efforts for
achieving success. This also analyses the weakness of the organisation with the threats
present in the external environment. This helps in making effective strategies (David et
al., 2017).
BOSTON matrix: This tool can also be used by the Emirates by which the analysis can
be done for the different tour packages and can make a plan according to that. This also
helps in the cutting down the high competition of the Emirates.
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Tourist lifecycle area: This is used by the Emirates for making the detailed analysis of
the different sites of the destination and also makes in making the decision in respect to
the different destinations (Sargeant and MACQUILLIN, 2016).
2.2 RELEVANCE OF THE MARKETING INFORMATION AND MARKETING
RESEARCH TO THE MANAGERS IN EMIRATES AIRLINES
Marketing research is the main and important task of all business. It is vital for the
Emirates airlines to collect the relevant marketing information and doing the marketing
research for the assessment of the demand of the customers of Emirates Airlines.
Emirates airlines do the marketing research about the preferences of the customers and
make the plan in according to that. The data and information related to the demand and
trends of the customers and the strategies of the Competitors of the Emirates airlines
like Qatar airlines can be understood and the decision can be taken in according to that.
This includes all the requirements and needs of the customers that help the marketing
manager to analyse the choices and preferences of the customers (Sargeant and
MACQUILLIN, 2016).
Marketing information involves all details of the target audience and it also includes the
marketing strategies to be implemented as it is an important aspect that helps to
discover the latest demand and trends of humans. This helps the organisation in gaining
the competitive advantage and the marketing information can be analysed with the help
of the primary and secondary data in relation to the preferences and choices of the
customers (Khan, 2014).
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2.3 ASSESSMENT OF THE INFLUENCE OF MARKETING ON THE SOCIETY
The marketing of the products and services have a great influence on society. The
target customers are the part of the society and the organisation implements the
various marketing and promotional campaigns with having the direct effect on the
society. There are different levels at which there is the influence of marketing on the
society:
Psychological influence: Activities of marketing includes various activities like a
sustainable promotional campaign for the specific service and product. These have a
psychological impact on the targeted customer's base (Katz, et al. 2017).
Impact on the purchasing power: Marketing has a major effect on the purchasing
power of the potential buyer also. The targeted marketing campaigns indirectly force
the customers for buying the products and services.
Possible negative impact: poor marketing campaigns can have a negative impact on
society. And it is important for the organization for the careful planning of the
marketing strategy to convey positive information about the brand.
There are many other effects of marketing of Emirates on the society and it includes the
changes in the buying behaviour of the consumers. It also helps in maintaining loyalty in
the market with the help of brand awareness (Katz, et al. 2017).
CONCLUSION
This section has described the different marketing concepts and as a tool of the
management. Marketing is used as the tool of research and information for the Emirates
and it has the positive and negative effect on the society.
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